Yep, Michelin's sure are not price competitive with the Japanese brands.

I'm a marketing guy, and can tell you that it's all about brand equity.

When you've made such a good tire for a long period time, people will pay a premium price for the product.

If you think about it, if Yokohama's and Toyo's were trying to sell their tires for the same price as Michelin's, few people would buy them.

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Paul S.

2001 E430, Bourdeaux Red, Oyster interior.
79,200 miles.

1973 280SE 4.5, 170,000 miles. 568 Signal Red, Black MB Tex. "The Red Baron".